TY - JOUR
T1 - Corporate social responsibility and brand performance
T2 - Evidence from Ghana
AU - Amoako, George Kofi
AU - Dartey-Baah, Kwasi
AU - Naatu, Felicia
AU - Acquah, Innocent Senyo Kwasi
AU - Gabrah, Antoinette Yaa Benewaa
N1 - Publisher Copyright:
© 2024 Elsevier Inc.
PY - 2024/8
Y1 - 2024/8
N2 - Despite the burgeoning studies on corporate social responsibility (CSR), little is known about how its three dimensions (i.e., environmental, ethical, and social) influence brand performance. This article examines how corporate social responsibility influences brand performance in Ghana. Results from data collected from 1106 distributing, wholesaling, retailing and vending firms involved in telecommunications activities in Ghana indicate that brand knowledge positively impacts organisational brand value. Additionally, we find that environmental CSR is positively related to brand knowledge and brand loyalty. The study further revealed that ethical CSR has a positive impact on brand knowledge and brand loyalty. Also, social CSR is positively related to brand knowledge and organisational brand value. This study advances our understanding of how CSR dimensions affect brand performance.
AB - Despite the burgeoning studies on corporate social responsibility (CSR), little is known about how its three dimensions (i.e., environmental, ethical, and social) influence brand performance. This article examines how corporate social responsibility influences brand performance in Ghana. Results from data collected from 1106 distributing, wholesaling, retailing and vending firms involved in telecommunications activities in Ghana indicate that brand knowledge positively impacts organisational brand value. Additionally, we find that environmental CSR is positively related to brand knowledge and brand loyalty. The study further revealed that ethical CSR has a positive impact on brand knowledge and brand loyalty. Also, social CSR is positively related to brand knowledge and organisational brand value. This study advances our understanding of how CSR dimensions affect brand performance.
KW - Brand knowledge
KW - Brand loyalty
KW - Brand performance
KW - CSR
KW - Multinationals
KW - Organisational brand value
UR - http://www.scopus.com/inward/record.url?scp=85195101740&partnerID=8YFLogxK
U2 - 10.1016/j.intman.2024.101161
DO - 10.1016/j.intman.2024.101161
M3 - Article
AN - SCOPUS:85195101740
SN - 1075-4253
VL - 30
JO - Journal of International Management
JF - Journal of International Management
IS - 4
M1 - 101161
ER -